USA: AB InBev moves craft beer portfolio into standalone business

Anheuser-Busch InBev has moved its US craft beer portfolio into a standalone business unit as part of a shake-up of its High End division, the company announced.

The new unit houses all 12 of A-B InBev's North American craft beer brands, including Goose Island, 10 Barrel Brewing and Elysian Brewing Co. The unit is led by Felipe Szpigel, head of the High End since it was set up in 2014.

Meanwhile, sales and marketing for The High End's non-craft brands, which include Stella Artois, Estrella Jalisco and Shock Top, have moved to AB InBev's core US sales and marketing team. At the same time, dedicated sales and marketing resources have been given to the brewer's 'Beyond Beer' segment, which includes non-alcoholic drinks such as Teavana and flavoured malt beverages such as Lime-a-Rita and SpikedSeltzer.

Announcing the changes last week, Anheuser-Busch, the US unit of AB InBev, said: "[This] is an important step to better align our commercial structure with our new long-term business strategy, specifically as it relates to premiumisation and innovation.

"We are encouraged by the early signs of growth that have been reported, and believe this new structure offers us the best opportunity to build on the momentum."

15 July, 2018